Sophie Goodman
Sophie is an Anthropologist with a passion for designing great customer experiences and solving complex problems.
A specialist in ethnographic research, Sophie helps clients understand the true needs of their customers and employees in order to translate these into business strategy and inform future experience, service and product design.
Sophie likes to think of new perspectives to challenging problems, question default logic and champion the voices of people that organisations exist to serve. She is also an advocate for successful customer-led strategy.
Sophie has designed and conducted research to meet a range of objectives from exploratory, strategic insights to concept and usability testing across multiple contexts and customer types that include Government, health and insurance and financial services.
Expertise: Ethnography, qualitative research and customer-led strategy